Over the past few years, Ghana has become a major destination for both international and domestic tourists, thanks in part, to initiatives like Beyond the Return and the popular December in GH events.
These efforts have played a significant role in boosting Ghana’s domestic tourism, inviting Ghanaians and visitors alike to explore the country’s rich history, culture, and natural beauty. But how did these events come to be, and what impact have they had on domestic tourism?
A Brief History: The Year of Return
The journey toward Beyond the Return began in 2019 when Ghana launched the Year of Return led by the Ghana Tourism Authority, marking 400 years since the first enslaved Africans were brought to the Americas. This historic year encouraged African descendants from all over the world to reconnect with their roots by visiting Ghana. It was a massive success, drawing hundreds of thousands of visitors to the country, many of whom were African Americans, Afro-Caribbeans, and people of African descent from around the world.
The Year of Return was more than just a travel campaign; it was an invitation to reflect on the African diaspora’s painful history while celebrating the resilience and strength of the African people. The event featured a range of cultural activities, including festivals, art exhibitions, music performances, and the opening of significant heritage sites such as the Cape Coast and Elmina castles. These efforts helped put Ghana on the global tourism map.
Beyond the Return
Building on the success of Year of Return, the Ghanaian government and various stakeholders introduced Beyond the Return in 2020. This initiative sought to keep the momentum going by encouraging continued engagement between Ghanaians abroad and their home country. While the Year of Return focused on bringing international visitors to Ghana, Beyond the Return aimed to make the connection between the diaspora and Ghana more sustainable, fostering year-round tourism and investment.
Through Beyond the Return, several key programs were introduced, including the promotion of business and investment opportunities, as well as cultural tourism. A major component of this initiative is the December in GH events, which have become a major highlight of the Ghanaian tourism calendar.
December in GH
Each year, during the holiday season, Ghana hosts December in GH a month-long celebration that brings together locals, the diaspora, and international visitors. It’s a vibrant mix of music festivals, art exhibitions, cultural performances, parties, and tours, making it a unique time to visit the country. The month of December has become a time when Ghanaians abroad return to reconnect with family, celebrate, and experience the diverse offerings of their home country.
The December GH festivities have contributed significantly to domestic tourism, as Ghanaians across the country have increasingly participated in the events. Local businesses, hotels, and tour companies benefit from the influx of tourists, both local and international. In cities like Accra, Kumasi, and Takoradi, the tourism sector sees a major boost as people flock to the vibrant events, enjoy local cuisines, and explore well-known attractions.
The Impact on Domestic Tourism
Increased Local Travel
One of the key impacts of Beyond the Return and December in GH is the increased focus on domestic travel. Ghanaians have begun to see their country in a new light, discovering regions and experiences they may have overlooked before. With events happening across the country, more Ghanaians are traveling to different parts of the nation to enjoy cultural events, music festivals, and scenic destinations like the Volta Region, the Western Region, and the Ashanti Region.
Boosting Local Economy
The rise of domestic tourism has also benefited the local economy. Tourism-related businesses, such as hotels, restaurants, and transportation services, have seen an uptick in demand. The increased participation of locals in tourism activities has spurred job creation and enhanced economic development in various regions of the country.
Cultural Pride and Awareness
Domestic tourism has also helped Ghanaians reconnect with their heritage. The Year of Return and Beyond the Return programs have sparked a sense of cultural pride among locals, encouraging them to explore historical sites like the slave forts, monuments, and museums, which help tell the story of Ghana’s past. Through these experiences, Ghanaians are learning more about their history and deepening their appreciation for the country’s diverse cultures
Promoting Sustainable Tourism
Finally, the focus on domestic tourism has contributed to more sustainable travel. As more Ghanaians explore their own country, they are less reliant on international travel. By focusing on local tourism, the country is promoting a more environmentally friendly and sustainable way of enjoying its natural and cultural resources.
While these initiatives have impacted Domestic Tourism positively they also have some challenges which include;
The Need for Renovation of Tourist Sites
Many tourist sites in Ghana are in urgent need of renovation as part of the sites are not appealing to the eye these need to be done without taking away the historical aspects of the sites but rather enhance them because renovating and maintaining these sites would not only help preserve Ghana’s rich heritage but also enhance its appeal as a travel destination.
Better Access Roads
Good access roads to tourist sites are essential for enhancing visitor experience and ensuring safety. They make destinations more accessible, attracting more tourists and boosting the local economy. Additionally, well-maintained roads reduce travel time and improve the site’s overall appeal.
Conclusion
Beyond the Return and December in GH have played a crucial role in reshaping domestic tourism in Ghana. These initiatives have fostered a sense of pride and excitement about local travel by creating a space for Ghanaians to reconnect with their heritage and explore their country. They’ve also helped boost the local economy, promote cultural awareness, and encourage more sustainable tourism practices. As these events continue to grow, they hold the potential to impact Ghana’s tourism industry for years to come.
About the author
Denese Aryeequaye is a National Service Personnel with the Ghana Tourism Authority Marketing Department.
Source: Denese Aryeequaye
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